Project Description

ABOUT BIO

It was 2002-2006, Bio had the image of “wool sock carriers”. The Federal Ministry of Food and Agriculture launched a pitch with the aim of attracting a mainstream audience for organic products.

SCOPE OF WORK

Chalwa Heigl and her former agency HEIGL AND MEYER won the pitch and made a contribution to the organic trend with their team. In essence, by realizing the following measures: Political: In order to avoid opposition from associations, semiannual meetings were convened and the measures for the following half-year presented in order to eliminate any discrepancies. In the end, nobody could accuse about not knowing anything about the activities and all measures were completely implemented as approved by Renate Künast. The concept pursued a rational and an emotional strategy of conviction: The BIO Barometer: The Magazine Focus was won as a media partner, once a month there was a survey on the BIO Trend made by the GfK, which was published. The consumer felt confirmed that the organic trend is serious, higher prices could be justified. Of course, the results were validated by numerous facts about the health benefits. The “United Cooks of Nature” were founded. The first cook association of star chefs using at least 80% organic food. Hard to believe today: We could only find 9 in Germany. These first organic star chefs made it possible to experience BIO on an emotional level. They were bioambassadors at trade fairs, events – for interviews, recipes etc. The goal was achieved and BIO was attributed a modern image component. It was “in” to eat organic products.

Chalwa Heigl

ABOUT BIO

It was 2002-2006, Bio had the image of “wool sock carriers”. The Federal Ministry of Food and Agriculture launched a pitch with the aim of attracting a mainstream audience for organic products.

SCOPE OF WORK

Chalwa Heigl and her former agency HEIGL AND MEYER won the pitch and made a contribution to the organic trend with their team. In essence, by realizing the following measures: Political: In order to avoid opposition from associations, semiannual meetings were convened and the measures for the following half-year presented in order to eliminate any discrepancies. In the end, nobody could accuse about not knowing anything about the activities and all measures were completely implemented as approved by Renate Künast. The concept pursued a rational and an emotional strategy of conviction: The BIO Barometer: The Magazine Focus was won as a media partner, once a month there was a survey on the BIO Trend made by the GfK, which was published. The consumer felt confirmed that the organic trend is serious, higher prices could be justified. Of course, the results were validated by numerous facts about the health benefits. The “United Cooks of Nature” were founded. The first cook association of star chefs using at least 80% organic food. Hard to believe today: We could only find 9 in Germany. These first organic star chefs made it possible to experience BIO on an emotional level. They were bioambassadors at trade fairs, events – for interviews, recipes etc. The goal was achieved and BIO was attributed a modern image component. It was “in” to eat organic products.